In Taylor Branch's book, "The Clinton Tapes," President Clinton presents some important information on election contests. This was in the context of the 2000 presidential contest. (See chapter 38, pages616-7)

Republican "think tanks" rely upon the same basic methods that any corporation uses to sell a product to the public. In elections, they decided to avoid any meaningful discussion or debate of serious issues. Instead, they focus on "the three P's": personality, prosperity, and partisanship.

Personality is obvious. A shallow person, such as Sarah Pallin, appeals to a segment of the public, not based on her insight or beliefs, but because of her looks and delivery. Prosperity is an easily manipulated issue, because one can play upon the anxieties and fears of a population, and capitalize on their ignorance. Partisanship is likewise easily manipulated: pretend that you represent people versus corporations, and point out the ugly side of the opposition party.

This simple formula, which a very close friend of the Bush family explained to President Clinton, can be applied to what has taken place in every important election since 2000. Win two of the three P's, and you are in office.